USDA, Economic Research Service data reveal a persistent, downward trend in U.S. per capita consumption of fluid cow’s milk. Using data collected between 2003 and 2018 through the National Health and Nutrition Examination Surveys (NHANES), we identify changes over time in the amounts of fluid cow’s milk consumed by children, teenagers, and adults as well as the amounts each age group drinks as a beverage, pours into cereal, and adds to other types of beverages like tea and coffee. Results reveal that U.S. consumers of all ages are drinking less milk and milk drinks. Children are also consuming less milk with cereal. These declines prevent individuals from consuming a diet more in line with Federal recommendations. They also appear to reflect a combination of demographic and generational changes in the U.S. population as well as changes in the competitiveness of fluid cow’s milk and cereal with other beverages and breakfast options.